Syllabus

2021-22

Indian Institute of Mass Communication

Education is not the learning of facts
but the training of the minds to think.
Albert Einstein
 THE INSTITUTE

The principal objectives of the Institute as set out in its Memorandum are:

— To organise training and research in the use and development of media, mass communication with special reference to the
requirements of socio-economic growth in the country.

— To provide training to the Information and Publicity personnel of Central and State Governments; to make available
facilities for training and research to meet the information and publicity needs of the public and private sector industries.

— To arrange lectures, seminars and symposia on problems related to mass communication, information and publicity in
collaboration with universities, educational and research institutions as well as trade and industry.

— To organise refresher courses and workshops and invite mass communication experts and research scholars from within
the country and abroad for delivering lectures.

Course Objectives

■ To provide basic and emerging concepts and principles in relation to better decision making in the areas of advertising &
allied fields, public relations, government & corporate communication.

■ To enable the students to integrate various functions with organizational goals and strategies.

■ To sensitize students on various gender/ social communication issues in the light of emerging concepts.

■ To provide hands-on training on planning and production of brand and social campaigns.

■ To provide skills on various relevant software especially in Media Planning and production of campaigns

Introduction

1. The program will commence on 7th October 2021 and conclude on 1st July 2022. The academic session will be divided
into two semesters, followed by industry attachment for a period of one month.

2. In the first term (October - February) elements and concepts of various papers will be taken up along with practical/field
work wherever required. In this term major emphasis will be on conceptual inputs.

3. In the second term (March – June) students will be working individually and in groups to learn hands-on-skills in various
areas of the curriculum. The term also includes one-month industry attachment.

a) Project Study: Under the Paper X viz Advertising, PR & Marketing Research, the students will learn various research
techniques and methodologies. Based on their interest and aptitude, they will be required to identify a subject from
any one area of the course curriculum and work on a Research Project Study. The students will be evaluated on the
basis of the application of research, gathering on insights and presentation of the Project Study.

b) Group Campaign: The class for this is divided into small groups and briefed to suggest an area of their interest for a
360 degree campaign planning and production. The aim is to synergise the learning of various papers. The students work
from client brief to production of campaign that broadly includes research to gather consumer insights, development
of creatives, media plans, suggest PR strategies, media engagement to budgeting and production. Clients are involved
at all stages of campaign work. Ad/PR agency environment within the group is encouraged to enable students to work

1
 on areas of their aptitude and interest. An effort is made to make the students understand group dynamics and team
work. The campaigns are presented to a galaxy of industry experts and concerned client organization for evaluation.

4. Attachment: To relate the concepts with practice, the students will look for attachments to advertising agencies/public
relations consultancies/government/corporate sector/NGOs, in the month of May 2020.

5. A fair balance of theoretical input and practicals has been maintained in the teaching of the Course.

6. Social relevance of Advertising and Public Relations has been given due weightage. Apart from preparing full campaigns
on social issues, relevant segments have been included in the papers on marketing, public relations and advertising to
sensitize the students about social responsibilities of advertising and public relations practitioners. Special emphasis will
be given on gender sensitivity in communication.

7. In examination and evaluation, a certain proportion of the total marks will be assigned to external faculty experts.

8. The students are advised to learn the use of computer, various softwares, including multi-media and internet during their
stay at the Institute.

9. The institute is Wi-Fi enabled.

10. While the institute has computer labs and limited number of still and video cameras which can be used by students, those
who can afford, are encouraged to have their personal laptops and professional digital camera.

11. The institute has the best library in the country in the field of Mass Communication. Students are encouraged to visit library
regulary in their free time and in the periods assigned for library work.

12. The syllabus reflects SUGGESTED READINGS under various papers.

PG DIPLOMA IN ADVERTISING AND PUBLIC RELATIONS

Course Outline

Paper Subject Marks (Theory) Marks (Practical)

I Communication Theories Concepts and Process 70 30
II Marketing 40 60
III Advertising: Principles, Concepts and Management 50 50
IV Media Planning 40 60
V Creativity and Campaign Planning 25 75
VI Public Relations & Corporate Communication: Principles, 50 50
Tools & Techniques
VII Government and Public Service Communication 50 50
VIII New Media: Concepts and Applications 25 75
IX Production Techniques & Methods 25 75
X Advertising, Marketing and PR Research 25 75
Total Marks 1000 400 600

2
 PAPER I Communication Theories, Concepts and Process

Marks: Theory 70, Practical 30

Course Objectives Retention and Cognitive Dissonance

z To introduce students to various path-breaking z Sociological Communication Theories: Cultivation
theories of communication, media and development Theory, Agenda Setting Theory and Needs and
communication. Gratification Theory
z To introduce the students to the evolution of development z Powerful Effects of Media: Dominant Paradigm,
debate – Global and Indian -and sensitize them on Diffusion of Innovations, Spiral of Silence
development issues, the ‘rights’ approach to development
z Normative Theories of Press
and to enable them to work on strategies on development
communication issues and campaigns. z Critical and Cultural Theories : Hegemony, Political
Economy & Frankfurt School (Adorno, Horkhiemer &
Unit I: Understanding Communication
Habermas, and Fiske), Birmingham School (Richard
No of Sessions: 5 (10 Marks) Hoggart, Stuart Hall, Raymond Henry Williams)

z Defining Communication, Scope, Importance, Need, z Social Learning Theories and Social Change Public
Functions, Elements and Process of Communication Sphere and Opinion: Manufacturing Consent/
Propaganda model (Chomsky)
z Levels of Communication: Intrapersonal, Interpersonal
and Group Communication, Mass Communication, z Indian Communication Theories: Concept & Process
Online Communication (Sahridaya and Sadharanikaran, Natya Shastra)

z Verbal and Non-verbal Communication: Types and z New Media Theories: Online Disinhibition, Network
Importance Society, PESO Model

z Barriers to Communication Unit III : Development Communication: Concepts and

Process
z Media and Information Literacy
No of Sessions: 10 (20 Marks)
Unit II: Models and Theories of Communication
z Understanding Development: Theories, Concepts,
No of Sessions: 15 (20 Marks) Practices

Part A) Classical, Intermediary, Interactive, Transactional z Development, State and Government: Indian Experiences
Models: and Challenges

z Aristotle’s definition of Rhetoric, Lasswell’s Model, z Development Communication and Development

Berlo’s SMCR Model, Charles Osgood Model Organisations: International, National, Governmental
and others
z Shannon-Weaver Mathematical Model, Westley and
MacLean’s Conceptual Model, z Development Communication, Campaign, Advocacy
and Policy Change
z Newcomb’s Model of Communication, George
Gerbner’s Model, z Development Communication: New Trends and Tools

z Wilbur Schramm’s Interactive Model, z International Communication

z Dance’s Helical Spiral Model and Ecological Models z Telecom and Development
Unit IV: Visual Communication
Part B) Theories and Ideologies of Mass Communication
No of Sessions: 5 (10 Marks)
z Media Effects: Hypodermic Needle, Two-Step/Multi
Step Flow Theory, Gatekeeping z Visual Literacy, Perception and Persuasion
z Psychological Theories: Individual Difference Theory, z Psychological and Emotional Aspects of Colour, Shapes
Selective Exposure, Selective Perception, Selective and Forms

3
 z Use of Visuals Across Media, Visual Manipulation and z Advantages of Folk Media
Ethics
z Electronic Media and Folk Media
Unit V: Understanding Folk Media and Oral Tradition
z Folk Theatre Forms: Tamasha, Yakshagana, Bhavai,
No of Sessions: 10 (10 Marks) Therukoothu, Jatra, Ram Lila, Rasa Lila etc
z Folk Media: Concepts, Definitions, Types, Functions z The Art of Puppetry
and Significance
z Street Theatre
z Elements, Various Forms and Process
Practicals : (30 Marks)
z Application of Folk Media in Product, Services and
Social Communication Communication/Presentation Skills: 10 Marks

z Case Studies (Successful Advertising Campaigns which Skit Presentation: 20 Marks

have used Folk Media)

Suggested Readings:

‰ Alison, A., & Potter, W. J., : (Ed) (2001). Communication Research, SAGE.
‰ Aggarwal, V.B., & Gupta V.S., (2001). Handbook of Journalism and Mass Communication, Concept Publishing Co.
‰ Baran, S. J., & Davis, D. K., (2020). Mass Communication Theory: Foundations, Ferment, and Future (8th edition), Oxford
University Press.
‰ Belmont, C. A.,(2001). Technology Communication Behaviour, Wadsworth
‰ Bryant, J., & Zillmann, D. (Eds.). (2002). Media Effects: Advances in Theory and Research (2nd ed.). Lawrence Erlbaum
Associates Publishers.
‰ Chawla A., (2021). Introduction to Mass Communication, Pearson
‰ Choudhary, R. K., (2007). Research Methods in Mass Communication, Pearl Books.
‰ Robert, C., (2010). Environmental Communication and The Public Sphere, SAGE.
‰ Dennis, M.Q. (2012). Mc Quail’s Mass Communication Theory, (6th South Asian Edition), SAGE.
‰ Devito, J., A., (1999). Essentials of Oral Communication, Pearson Custom Publishing.
‰ Dharmarajan, S., (2001). NGOs as Prime Movers, Kanishka Publishing House.
‰ Fiske, J., (1982). Introduction to Communication Studies, Routledge.
‰ Ghosh, R., & Pramanik, A.K., (1999). Panchayat System in India, Kanishka Publishers.
‰ Hansen, A. et al , (2004). Mass Communication Research Method, University Press, New York.
‰ Harris, C.R. & Lester,P.M.( 2002).Visual Journalism: A Guide for New Media Professionals, Allyn and Bacon.
‰ Jackson, S.L., (2011). Research Methods: A Modular Approach, Cengage Learning.
‰ Kumar, K. J., (1994). Mass Communication in India, Jaico Publishing House.
‰ Lasswell, H. D., (1995). The Structure and Function of Communication in Society: Approaches to Media: A Reader, Oliver
Boyd Barrett and Chris London ; New York : E. Arnold ; New York; St. Martin’s Press.
‰ Lester, P. M., ( 2006).Visual Communication: Image and Messages, Thomson Wordsworth.
‰ Lister, M., Dovey, J., & Giddings, S.,et. al. (2003). New Media: A Critical Introduction, Routledge, Taylor & Francis.
‰ Littlejohn, S.W., & Foss K. A. (2008). Theories of Human Communication, Lyn Uhl.

4
‰ Mody, B.M., (2003). International and Development Communication: A 21st-Century Perspective, SAGE.
‰ Narula, U., (1999). Development Communication - Theory and Practice, Har Anand Publication.
‰ Narula, U., (2006). Handbook of Communication: Models, Perspectives and Strategies, Atlantic Publications.
‰ Parmar, S., (1994): Traditional Folk Media In India, Routledge.
‰ Prasad, K., (2018). Communication for Development: Reinventing Theory and Action. B R. Publishing.
‰ Rogers, E. M., (2000). Communication and Development- Critical Perspective, SAGE.
‰ Ruffner, M., & Burgoon, B., (1981). Interpersonal Communication Process, Thomson Learning.
‰ Schramm, W.& Roberts, D. F.(1971). The Process and Effects of Mass Communication, Urbana, III: University of Illinois
Press.
‰ Sen, A. (1999). Development as Freedom, Alfred A Knopf.
‰ Silverblat, A., Yadav A., & Kundu, V., (2019). Media Literacy, Keys to Interpreting Media Messages in Digital International
Media Literacy (E Book Project).
‰ Srinivas, R. M., & Steeves H. L., (2021). Communication for Development In The Third World - Theory and Practice for
Empowerment, SAGE.
‰ Sumser, J. R., (2000). A Guide To Empirical Research In Communication, SAGE.
‰ Terry, F., (2002). New Media: An Introduction, Oxford University Press.
‰ Vince, J., & Earnshaw, R., (Eds). (1999). Digital Convergence: The Information Revolution, Springer.
‰ Vivian, J. (2011).The Media of Mass Communication, Prentice Hall.
‰ Williams, K.(2003). Understanding Media Theory, Bloomsbury Academic.
‰ Williams, K., (2003). Understanding Media Theory, Bloomsbury.
‰ Wimmer, R.D., & Dominick, J.R., (2005). Mass Media Research, Wadsworth Publishing.
‰ Yadava, J. S. (1998).Communication Research: Some Reflections, IIMC.
‰ जवरीमल्ल पारख, (2010). जन संचार माध्यम और सांस्कृतिक विमर्श, ग्रंथ शिल्पी.
‰ प्रो. सुभाष धूलिया, (2001). सूचना क्रांति की राजनीति व विचारधारा, ग्रंथशिल्पी.
‰ आर्मंड मैतलार्त, मिशेल मैतलार्त, (n.d.). संचार के सिद्धांत, ग्रंथ शिल्पी.
Magazines/Journals

‰ Communicator
‰ Communication Research Trends
‰ Australian Journal of Communication
‰ संचार माध्यम

5
 PAPER II Marketing
Marks: Theory 40, Practical 60

Course Objective
z To take the students through various concepts of z IMC: Blurring the Traditional Difference Between ATL
Marketing, the ever changing dynamics, especially in and BTL
view of seamless markets, changing consumer behaviour
z IMC Components: Advertising Tools, Promotional
and the emergence of the new age media.
Tools, Integration Tools, Activation Tools
Unit I : Understanding Economics
Unit III: Developing Marketing Strategy & Plan
No. of Sessions: 5 ( 05 marks)
No of Sessions: 10 (05 Marks)
z Basic Economics : Concepts and Definitions (Micro &
z Understanding the Strategic Planning Process
Macro Economics)
z Scanning and Analysis of the Market Environment – The
z Various Theories: T R Malthus, Adam Smith, Karl Marx
3 C (Consumer, Competition & Company) and PESTLE
to welfare economics propounded by Nobel Laureate
Frameworks
Dr. Amartya Sen & Dr. Jagdish Bhagwati.
z SWOT Analysis and Identifying the Marketing
z Concepts of Demand and Supply, the Laws of Marginal Challenges & Opportunities, Competitive Advantage
and Equa-marginal returns etc. and core Competency
Unit II: Understanding Marketing z Defining Marketing Objectives and Goals
No of Sessions: 15 (10 Marks) z Marketing Planning
z Introduction to Marketing: Concepts, Principles and z Marketing Strategy – The STP ( Segmentation,
Process Targeting, Positioning) Framework
z Purpose and scope of marketing, z Defining the Marketing Mix – The 4/6/7P Framework
z Marketing Orientation – Production & Product Concept, z Marketing Strategy Case Studies
the Selling Concept, the Customer Concept.
z Marketing and Branding
z Types or formats of Marketing- Service, Retail, Direct,
z The Brand Concept
Digital, Network, Social, Influencer etc.
z Key Elements of Brand Marketing
z Understanding Market Characteristics: Market Size,
spread, Dynamics, Stage of Need Evolution, Market z Measurement of the Marketing Plan
Development
Unit IV: Understanding Consumer Behaviour
z Some Key Characteristics of India Market
No of Sessions: 10 (10 Marks)
Integrated Marketing Communication z Consumer Marketing – Models and applications
z The Intrinsic Linkages and Evolution of the Concept z Market Segmentation and Market Targeting - Consumer
of ‘Marcom’ Segmentation and its Importance in Marketing Strategy,
Segmentation Parameters and Selection Criteria
z Role of Marketing Communication – Connecting with
the Needs and Wants of Consumers z The Consumer Behaviour Mapping and the Consumption
Decision Making Process, Need for Pre and Post
z Integrated Marketing Communication - Concept, Consumption Behaviour Mapping
Definitions
z Understanding Consumer Lifestyles, Culture, Spotting
z Creating an Integrated Marketing Communication Plan, Challenges and Opportunities
IMC Case Study
z The Indian Consumer: Psychology and Buying

6
 Behaviour z Product and Pricing
z Consumer Behaviour Research: Deriving Consumer Unit VI : Laws and Ethics in Marketing
Insights and Commonly Used Research Techniques to
No of Sessions: 5 (05 Marks)
do so
z Legal framework pertaining to Marketing (in Indian
z How to Choose the Most Responsive Segment
context): Consumer Rights, Drug and Cosmetic Act etc.
z Understanding online consumer behaviour and role of
z Legal Issues in product development, Intellectual
Digital Marketing Analytics
Property Rights- Patent Laws, Copyright Act and Design
z Understanding Online Consumer Behaviour, and role of Act, Pricing Decisions
Digital Marketing Analytics.
z The Competition Laws: Competition Act 2002 and 2007,
z Post Pandemic Experiences The Role of Competition Commission of India
Unit V : Managing the Product z Digital Laws
No of Sessions: 5 (05 Marks) z Various Ethical Issues in Marketing Communication,
Ethical Marcom Case Study
z Defining Product, Product Personality and its
Components Practicals (60 Marks)
z Classification of Products z Consumer Archetypes
z Building Product-Brand Synergy – Using the Benefit z Creating Brand Identity& Positioning
Laddering technique
z Building Product-Brand Synergy using Benefit
z Structuring and Managing Product Portfolio Laddering Technique
z Product Differentiation and Positioning z Market / Consumer Segmentation
z Product Hierarchy – Product Line and Product Mix z SWOT Analysis
z Product Lifecycle and Managing PLC z Market Overview Analysis
z New Product Decisions z Brand Launch Marketing Plan

Suggested Readings

‰ Acevedo, C., (2020). Consumer Behaviour and Advertising Management, ED-Tech Press UK.
‰ Atanton, W. J., (1989). Marketing Management, Mcgraw-Hill Book Co.
‰ Damian, R., & Jones, R., (2012). Understanding Digital Marketing, Replica Press Pvt. Ltd. India.
‰ Donovan, R., (2010). Social Marketing: An International Perspective, Cambridge University Press.
‰ Drayton, B., (2008). Common Sense Direct & Digital Marketing, Kogan Page India Ltd.
‰ Encyclopaedia of Strategic Marketing Management, (2005). Jaico Publishing House.
‰ Evans, J. R., & Berman, B., (1985). Marketing, Collien Macmillan.

‰ Hartley, K., (2019). Communicate In A Crisis: Understand Engage And Influence Consumer Behaviour To Maximize
Brand Trust, Kogan Page.
‰ Kerin, Roser, (n.d.). Strategic Marketing Problems Case Studies, New Jersey.
‰ Kotler, P., (1989). Social Marketing, The Free Press.
‰ Kumar, P., (2017). Marketing For Hospitality And Tourism, Oxford Focal Press.

7
‰ Peter, J., Paul & Olson J. C., (2010). Consumer Behaviour & Marketing Strategy, McGraw-Hill Irwin.
‰ Porter, Kim & Mauborgne., (2011). HBR’s 10 Must Reads on Strategy, Massachusetts: Harvard Business Review Press.
‰ Rossiter, J. R., (2018). Marketing Communications: Objectives, Strategy Tactics, SAGE.
‰ Rowles, D., (2019). Podcasting Marketing Strategy, Kogan Page.
‰ Shahjahan, S., (2010). Strategic Marketing: Text And Cases, Viva Books.
‰ Sheehan, B., (2010): Marketing, An Ava Books.
‰ Thomas, E.C., (2018). Business and Financial Journalism, Department of Publications, IIMC.

MAGAZINES/JOURNALS

‰ Journal of Marketing

‰ Journal of Consumer Research

‰ Harvard Business Review

‰ Business India

‰ Business World

‰ Business Today

8
 PAPER III Advertising Principles, Concepts and Management

Marks: Theory 50, Practical 50

Course Objective the Role of Advertising Agency, Types of Advertising

Agencies
z To introduce the students to the concepts and principles
z Client Related Issues and Process: Stages in the Client-
of Advertising, Ad Agency Management and Brand
Agency Relationship, Factors affecting Client-Agency
Management.
Relationship, the Pitching Mechanism-Simulation
Unit I: Understanding Advertising
Creative and Media Briefing Process:
No of Sessions: 10 (10 Marks) z Agency -Media Interface
z Agency Revenue Process
z Concept, Nature, Definitions, History/Evolution
z Setting and Allocating the Budget, Various Methods
z Role, Objectives, Functions, and Significance
z of Budgeting
z Advertising as a Tool of Communication
Budget and Audit Process:
z Role of Advertising in Marketing Mix
z Allocation of Budget and Methods
z Types of Advertising and Classification of Advertising,
z Agency Revenue Processes
z Factors determining advertising opportunity of a product/
service/idea, 5 Ms of Advertising z Audits and its Processes

z Advertising Theories and Models- AIDA Model, Unit IV

DAGMAR Model, Hierarchy of Effects, Maslow’s Advertising and Society
Hierarchy of Needs
No. of sessions: 5 (05 Marks)
z Communication Theories applied to Advertising
z Advertising and Gender issues
Unit II : Agency Structure: Roles and Responsibilities
across Levels z Ethical Issues in Advertising

No of Sessions: 10 (10 Marks) z Social Criticism of Advertising

z Laws in Advertising
z Evolution of Ad Agencies- Various Stages and Current
Status z Laws relating to Indecent Portrayal of Women (The
Indecent Representation of Women (Prohibition) Act,
z Various Functional Departments and scope of their
1986, The Information Technology Act, 2000, Cable
Works (Account Planning, Account Servicing. Creative- Television Networks (Regulation) Act, 1995 etc.)
Copy & Art, Media, Production, Billing, HR etc.)
z Advertising Statutory Bodies in India, Role of AAA
z Ad Agency: Functions, Types, Structure, Departments, and ASCI and the study of various codes of conduct
Remuneration, Pitching, Client-Agency Relationship and case studies.
z Revenue and Commission Systems z Analysis of Gender Issues in Professional Codes of
Unit III: Account Management z Ethics of ASCI, AAAI at BCCCI and BARC.
No of Sessions: 8 (10 Marks) Unit V : Strategic Planning and Brand Management
z Introduction to Account Management-Scope, Definition, No of Sessions: 15 (15 Marks)
Responsibilities and Implementation Paths
Part A) Strategic Planning
z Agency Operation: The Organizations in Advertising,
z Introduction to Strategic Planning and its importance.

9
 z The Process of Planning and Various Steps involved z Building brands over time: Reinforcement, Revitalization,
Crisis Management
z The Creative Brief: Importance and How to Write an
Inspiring Brief. z How Integrated Marketing Communication Build
Brands- Difference between Marketing Communication
z Key Message Strategy Approaches & Brand Communication
Part B) Brand Management z Brand Equity Measurement: Brand Audit- Inventory &
z Setting the context: Exploratory; Tracking

z System 1 & 2 – Daniel Kahneman z What is a Global Brand? How Can Indian Brands
Become Global?
z Functional model of the Brain
z Luxury Brand Management
z Cognitive Biases
z B2B Brand Management
z Nudges
z Brands & the Digital World; Marketing 5.0
z Cultural insights; Hofstede model
Practicals (50 Marks)
z Cognitive Branding Framework
z Brand Audit
z Brand Purpose
z Analysis of Case Studies
z Brand Elements – a Sensory Marketing approach
z Application of Theoretical Models e.g. Brand Resonance
z Brand Resonance Model (Kevin Lane Keller) Model and Brand Identity Prism to Existing and New
z Brand Identity Prism (Jean Noel Kapferer) Brands

z Brand Positioning: POPs, PODs, Perceptual Mapping z Analysis of Various Award Winning Campaigns

z Brand Extension: Line and Category; Pitfalls; Cobranding z Quizzes

z Brand Architecture z Projects

z Brand Portfolio Management

Suggested Readings:

‰ Aaker, D., (2018). Creating Signature Stories: Strategic Messaging That Persuades, Energizes and Inspires, Penguin
Portfolio.
‰ Aker, D., (2015). Aaker on Branding: 20 Principles That Drive Success, SAGE.
‰ Aker, D., (2020). Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Morgan James Publishing
llc.
‰ Belch, E. G., (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill
Education.
‰ Bhatia, K.T., (2007). Advertising and Marketing in Rural India, Macmillan India Ltd.
‰ Bovee, Thill, Dovel & Wood, (1994). Advertising Excellence, New York: McGraw-Hill.
‰ Clifton, R., & Simmons, J., (2011). Brands and Branding, Profile Books Ltd.
‰ Dayal, S., (2021). Right between the ears: How to Use Brain Science to Build Epic Brands, Penguin Portfolio.
‰ Dorothy & Cohen, (1988). Advertising, Scott. Forsmon and Co.
‰ Elliott, R., (2009). Strategic Advertising Management, NTC Business Book.
‰ Ghosal, S., (2002). Making of Advertising, McMillan.

10
‰ Haig,M., (2008). Brand Failures, Kogan Page.
‰ Halve, A., (2005). Planning for Power Advertising: A User’s Manual for Students and Practitioners, SAGE.
‰ Halve, A., (2012). Darwin’s Brands, Adapting For Success, SAGE.
‰ Isaac, C., Jacob K., Lane K., Vanitha, S., & Parameswaran, M. G. A., (2020). Strategic Brand Management, Pearson
Education.
‰ Jethwaney, J., & Jain, S., (2011). Advertising Management, (2nd edition), Oxford University Press.
‰ Kapferer J.N., & Bastien V., (2012). The Luxury Strategy, (2nd edition), Kogan Page.
‰ Kapferer, J. N., (2009). Strategic Brand Management- Creating & Sustaining Brand Equity, Kogan Page.
‰ Kapferer, J. N., (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic
Brand Management: Creating & Sustaining Brand Equity), Kogan Page.
‰ Kevin, L. K., (2008). Strategic Brand Management, (3rd edition), Prentice Hall Financial Times.
‰ Kumar, N., (2009). India’s Global Powerhouses, Harvard Business Press.
‰ Kumar, S. R., & Krishnamurthy, A., (2020). Advertising, Brands and Consumer Behaviour: The Indian Context, SAGE.
‰ Lepla & Joseph, F., (2002). Integrated Branding, Kogan Page.
‰ Loken, B.,et.al., (2010). Brands and Brand Management, Contemporary Research Perspectives, Psychology Press.
‰ Manukonda, R., (2013). Advertising Promotions and News Media, Dps Publishing House.
‰ Marieke, De M., (2011). Consumer Behavior And Culture: Consequences For Global Marketing & Advertising, SAGE.
‰ Martin, B., (2020). Strategic Brand Management, ED-Tech Press UK.
‰ Martin, L., (2005). Brand Sense, Kogan Page.
‰ Melissa, D., (2009). The Fundamentals of Branding, Ava Publications.
‰ Miles, Y., (2018). Ogilvy on Advertising in the Digital Age, Carlton Books.
‰ Monley, L., & Johnson, C., (2003). Principles Of Advertising: A Global Perspective, Viva Books.
‰ Mueller & Barbara., (2006). Dynamics of International Advertising: Theoretical And Practical Perspectives, Peter Lang
Inc., International Academic Publishers.
‰ Naomi , K., (2009). No Logo, Macmillan.
‰ Ogilvy, D., (1997). Ogilvy on Advertising, Prion Books.
‰ Plessis, D.U. E., (2011). The Branded Mind, Kogan Page
‰ Russel, & Thomas, J., (2002). Kleppner’s Advertising Procedure, Pentice Hall.
‰ Schroeder, E. J., & Miriam S. M., (2010). Brand Culture, Routledge.
‰ Scudson, M., (1993). Advertising, The Uneasy Persuasion, Routledge.
‰ Shitole G.Y & Bageshree P.B.B., (2011). Social Advertising And Youth, Adhyayan Publications and Distributions.
‰ Steel, J., (2009). Truth, Lies and Advertising: The Art of Account Planning, Wiley.
‰ Valladares, J., (2005). The Craft of Copywriting, SAGE
‰ Van, S.G., (2004). Global Brand Strategy. Kogan Page.
‰ Vilanilam, J. V., & Verghese, A.K., (2012). Advertising Basics, SAGE.

11
‰ दोरियाल, के. एस. (2020). आधुनिक विज्ञापन का इतिहास, सुनील बुक्स.
‰ पंत, एन. सी. इन्द्रजीत सिंह., (2018). विज्ञापन पत्रकारिताः वर्तमान तकनीक एवं अवधारण, कनिष्का प्रकाशन.
‰ खानाशामा. (2011). विज्ञापन एवं मीडिया में नारी की छवि, राज पब्लिशिंग हाऊस,ं जयपर
‰ भाटियातारे श. (2000). आधुनिक विज्ञापन और जनसंपर्क ,ं तक्षशिलिा प्रकाशन, नई दिल्ली
‰ सेठीरे खा. (2012). विज्ञापन डॉटकॉम,ं वाणी प्रकाशन, नई दिल्ली
‰ सिंहनिशांत. (2010). विज्ञापन प्रबंधन,ं ओमेगा प्रकाशन, नई दिल्ली

MAGAZINES/JOURNALS:
‰ Advertising Age Brand Reporter
‰ Brand Equity (Economic Times)
‰ Campaign
‰ International Journal of Advertising
‰ PITCH

12
 PAPER IV Media Planning
Marks: Theory 40, Practical 60

Course Objective z Various Models of Media Planning : Bill Harvey’s

Expansion Model, Recency Model and Other Models
z To take the students through media planning process,
tools and functioning. z Applications : Analysis, techniques and implication of
a media plan
Unit I : An overview of Indian Media Scenario
z Information Needs for Making a Media Plan: Marketing
No of Sessions: 5 (10 Marks)
and copy background, marketing objectives, rationale,
z Understanding Media and its Landscape, Ownership, media strategy, gross impression analysis, media
Consolidation and Convergence, Sociology rationale
z Difference between Print, Electronic & Digital Media z Preparing a Media Brief: Marketing information
checklist, the objectives, product category information,
z Media Management: Concepts, Origin, Growth,
geographic location, seasonality and target audience.
Characteristics and Models
Unit IV : Understanding Media Objectives
z Defining Media Planning
No of Sessions: 10 (10 Marks)
z The shift of Media Planning function from Advertising
Agencies to independent Buying Agencies – The z Setting Media Objectives: Determining Media
Ramifications. Objectives, Budget Constraints, Creative Constraints,
z Major media buying agencies and agency affiliations Reach and Frequency, Choosing the Right Media/Media
Options and Evaluation Techniques, Determining Media
z Sources of Media Information : Population Census, Values, Qualitative Value of Media, Ad Positions Within
Annual Economic Survey, India-Year book, INFA Year Media, Evaluating and Selecting Media Vehicles
Book, Audit Bureau of Circulation, Indian Newspaper
Society (INS) handbook, Syndicated Research, Indian z Developing Media Strategy: Consideration in Strategy
Readership Survey (IRS), Database for Electronic Planning, the Competitive Strategy, Formulating
Media, BARC, Data on market share. Strategy When Budget is too Small. Seasonal Effect Of
Media Effectiveness
Unit II : Media Characteristics
z Scheduling Strategy and Tactics: The Media Flowchart
No of Sessions: 5 (10 Marks) (Schedule), Pulsing, Fighting Continuous Media Plan
z Media Brief z Developing Media Plan
z Marketing Information Checklist Unit V : Budgeting and Evaluation Plan
z Marketing Problem
No. of session: 5 (05 Marks)
z Objectives
Budgeting
z Product category information
z Setting and allocating the budget, different methods
z Geography/Location of setting budget-competitive spending, objective and
task, expenditure per rate, factors affecting the size of
z Seasonality/Timing the budget
z Target audience z Presentation of media plan to a client and evaluation of
Unit III : Media Planning and its Applications media plan

No. of sessions: 10 (05 marks) z Media matrix and measurability and global challenges

z Defining media objectives : target audience objectives, z Differences between brand matrix and media matrix
distribution objectives, media terms, media weight
z Evaluation of Media Plan
theories

13
 z Retrieval and interpretation of data z Media negotiations and strategies
z Audience audit techniques z Media Costs
z People meter, single source data, geo-demographic z Media Buying Problems
measurement
z Considerations in Planning and Buying
z Practical session on media information retrieval-IRS et al
z Media buying and planning for Digital Media
z Learning of relevant software
z Media Planning Softwares
Unit VI : Media Buying
z Importance and evolution of media research in India
No. of sessions 10 (10 Marks) (with changes in IRS and TAM to BARC)
z Media Buying Process : Structure, Roles and Practicals (60 Marks)
Responsibilities
z Preparing national Media Plan for a company
z Steps in Buying Process and Objectives of a Media Buyer
z Preparing an international Media Plan for a company
z New Trends in Media Buying, Problems in Media
z Buying, Evaluating Media Buys,

Suggested Readings:
‰ Barton, et.al., (1993). Essentials of Media Planning, USA NTC Business Book.
‰ Dominick, J. R., (2001). The Dynamics of Mass Communication: Media In Digital Age, Mcgraw Hill Companies.
‰ Chaturvedi,B. K., (2018). Media Management, Global Vision Publishing.
‰ Menon, A., (2010). Media Planning and Buying Principles and Practice In The Indian Context, Tata & Mcgraw Hill
Education Pvt. Ltd.
‰ Richard, C., (2010). Turning of Place: Sociable Space and Perspective Digital Media, MIT Press.
‰ Robert, W. H., (1995). Media Math: Basic Technique of Media Evaluation, Illinois NTS Business Books.
‰ Sissors & Mumba, (1966). Advertising and Media Planning, USA NTC Business Book.
‰ Staiger, J., & Hake, S., (2009). Convergence Media History, Routledge.
‰ Surmanek, J., (1997). Introduction to Advertising Media, USA NTC Business Book.
‰ Surmanek, Jim., (1997). Media Planning, (3rd Edition), USA NTC Business Book.
‰ Turk, P. B. (1997). Advertising Media Source Book, USA NTC Business Book.
‰ शुक्ला, शशि कांत (2015). विज्ञापन प्रबंधन, श्रुति बुक्स.

MEDIA SOURCE BOOKS:

‰ Audit Bureau of Circulation (ABC)
‰ Bharat 2015/ Publications Division. New Delhi: Publications Division, 2011 India 2015/ Publications Division. New Delhi:
‰ Publications Division, 2011 National Economic Survey
‰ FICCI KMPG Media and Entertainment Industry Report 2016, BARC Data

14
PAPER V Creativity and Campaign Planning

Marks: Theory 25, Practical 75

Course Objectives: Unit III : Language and Creativity

z To acquaint the students with the creative process and No of Sessions: 5 (05 Marks)
the role of creativity in brand building
z Evolution of Indian Languages in Advertising
z To enable the students to integrate the learning of various
courses while conceptualizing, planning and producing z Indian Languages in Advertising – An Imperative?
campaigns in groups z Challenges and Opportunities
Unit I : Understanding Creativity z The Concept of ‘Hybrid’ Language
No of Sessions: 5 (05 Marks) z Linguistics and Semiotics Aspects
z Creativity in Advertising, Stages in the Creative Process z The Usage of Advertising Language – How it is different
z Making of Creative Brief from other languages (Literary and Spoken)

z Insights- Learning How to Use Them z Case Studies

z Lateral Thinking, Brainstorming and Various Creative Unit IV : Campaign Planning : Process and Strategies

z Thinking Modes Like “Thinking Hats” And Others No of Sessions: 10 (05 Marks)

z Major Creative Thinkers in Advertising z Defining Campaign Planning

z Creating Advertising Appeals: Rational and Emotional z Brand Versus Social Campaign

z Conveying the Big Idea z Overview of Campaign Planning: Situation Analysis,

Advertising Objectives, Budget, Media Types and
z Appreciation and Presentation of Some of the Great and Vehicles, Creation and Production of Message,
Failed Campaigns Measurement of Results.
z Digital Media for Communication – The Concept of z Situation Analysis
Advertising on the Net, Viral Advertising, Advertising
Beyond Print and The Small Screen, Etc. z The Planning Cycle: Varying Strategies in Promoting
Products/Brand and Social Products
Unit II : Creative Writing
z Positioning Objectives: Current and Desired Perception
No of Sessions: 5 (05 Marks)
z Budget Setting: Factors Determining Budget, Steps
z Collecting Information Involved Budget Plan and Execution.
z Ideation z Message Strategy: What To Say (Selection of
Attributes, Benefits, Motives and Appeals - Laddering),
z Product Description How To Say (Selection of Verbal and Visual Elements,
z Writing Headlines Execution Style, Source of Delivery, Arrangement of
Arguments)
z Copy Designing
z Measurement Of Results: Criteria For Judging
z Elements and Types of A Copy Campaign Results – Sales, Awareness, Purchase
z How to Write an Effective Copy Intention, Emotional Impact, GRPS, Etc. Research
Techniques For Pre and Post Testing
z Creating the Right Mood and Appeal (Humor, Verse,
Parody, Offbeat Etc) Unit V : Creative Industry and Entrepreneurship

z Writing for Print, Electronic, Online No of Sessions: 5 (05 Marks)

15
 Unit VI : Campaign Production Practicals: (25 Marks)
No of Sessions: 25 (50 Marks) z Screening of Award Winning Campaigns (Both
Contemporary and Classics)
z (This would be a group exercise. The individual groups
would work like an ad agency with students representing z Ad Deconstruction – On Stereotyping, Gender
various areas like account management, media planning Insensitivity Etc
creative, production etc. and produce a campaign on a
z Campaign Reviews
brand/social issue which would be judged by a panel of
experts from the industry, including the ‘client’ wherever z Developing Creative Skills - Portfolio Making
possible).

Suggested Readings

‰ Aitchison, J., & French, N., (2004). Cutting Edge Advertising: How To Create The World’s Best Brands In The 21st
Century, Pearson Prentice Hall.
‰ Berman, M., (2012). The Copywriter’s Toolkit, Blackwell Publishing.
‰ Bernbach, E., (1987). A History of Advertising That Changed The History of Advertising, Villard.
‰ Bonnie, L. D. , (2011). Creative Strategy In Advertising, Wardsworth Cengage.
‰ Burtenshaw, Ken, et.al. (2006). The Fundamentals of Creative Advertising, Ava Publishing.
‰ Felton, G., (1994). Advertising: Concept and Copy, Printice Hall.
‰ Fennis B. M., & Stroebe, W. (2010). The Psychology of Advertising, Psychology Press.
‰ Ind, Nicholal, A.S., (1993). Great Advertising Campaigns, Kogan Page.
‰ Luke, S., (2008). Hey Whipple, Squeeze This, John Wiley and Sons.
‰ Prahalad, C.K., (2008). The New Age of Innovation, Tata & Mcgraw Hill.
‰ Rice, E. R., & Charles, K. A., (2013). Public Communications Campaign, SAGE.
‰ Rose, C., (2007). How to Win Campaigns, Earthscan.
‰ Schultz, D. E., (1996). Strategic Advertising Campaigns, USA NTC Business Books.
‰ Sengupta. S., (1990). Brand Positioning: Strategies for Competitive Advantage, Tata Mcgraw Hill Co.
‰ Stobart, P., Ed (1994). Brand Power, Macmillan Press.
‰ Tag, R. N., (2012). Ad Critique, SAGE.
‰ Valladares, J., (2000). The Craft of Copy Writing, SAGE.

MAGAZINES/JOURNALS

‰ Advertising Age Campaign

‰ Journal of Current Issues and Research in Advertising
‰ USP Age
‰ Pitch

16
PAPER VI Public Relations & Corporate Communication: Principles, Tools &
Techniques
Marks: Theory 50, Practical 50

Course Objectives: z The PR process: Research, Strategy, Measurement,

Evaluation and Impact
z To take the students through the role and scope of PR
in management, its various tools and the emerging UNIT III : PR and Media
importance of the discipline in varying areas.
No. of session 5 (05 Marks)
z To look at the evolution of corporate communication
and its expanded role in organizational and marketing z The Role and Importance of Media in PR
communication z Media Lanscape in India
Unit I : Understanding PR & CC z Print Media Newswriting, Broadcast Media Newswriting
No. of sessions: 10 (10 Marks) & Digital Newswriting.

z PR –Concepts, Definitions, Role, Scope, Functions, New z Journalistic Perspective of Writing & Understanding
emerging trends the Media

z Brief History of Public Relations and emergence of z PR as a Source of News

Corporate Communication - The historical links. z Tools of Media Relations - Press Conferences, Press
z The Pioneers of PR and their works -Ivy Lee and Meet/Tours, Press Releases, Backgrounders, Rejoinders,
Edward Bernays Feature Writing, Video News Releases, Blog Writing
etc; selection of media in reaching out to its various
z Theories and Models in PR - JM Grunig’s Model of publics
Symmetrical PR, Asymmetrical PR, Organizational
Theories, Conflict Theory, Structural-Functional Theory, z Media Tracking, PR Angle & Response
the Excellence Theory z Understanding Integrated News room
z Personal Influence Model, Ethical Framework, Game UNIT IV : PR’s Evolving Role -Changing Trends
Theory, Rhetoric & Persuasion, Social Constructivism
Theory, Dialogic Theory, Systems Theory. No. of session 5 (05 Marks)

z Difference and Similarities between PR, Marketing and z Government PR, Lobbying, Public affairs
Advertising and how they are relevant to each other
z Political PR, PR vs Spin
z Understanding various concepts, viz., PR, press agentry,
z PR in Social Sector
publicity, propaganda and advertising
z PR in Global Setting, Cross Cultural, & Intercultural
z Social Influence, The Power of public opinion and
Communication
persuasion
z Entertainment and Celebrity Management
z Defining publics/stakeholders
z Introduction to PR awards
Unit II
z PR Measurements
PR Practice and Process
z Events, Sponsorships, Trade Shows
No. of session: 10 (10 Marks)
z Laws and Ethics in PR
z In house PR- Structure, Scope, Role & Function
Unit V : Introduction to Corporate Communication
z PR Consultancy- Structure, Role, Scope & Function
No. of sessions 10 (05 Marks)
z Difference between In-house PR and a PR Consultancy
z Definition, Role, Scope, Functions & Relevance of
z PR Campaigns- Briefs, Pitch, Working on the Account,
Corporate Communication
Client-Agency Relationship
17
 z Defining and Segmenting Stakeholders in Corporate Engagement & Motivation, Executive Communication,
Communication Communication Channels, Organizational Structure &
Culture, Change Management, Intranet & Digital Tools
z Internal and External Communications
Unit VII : Crisis Communication
z Elements of a Corporate Communication Plan
No of Sessions: 2 (05 Marks)
Unit VI : Corporate Communication Strategies and Tools:
Applications z Defining Crisis and Crisis Communication
No. of sessions 10 (10 Marks) z Crisis Communication Theories
z Corporate Governance z Media Handling in Times of Crisis
z Crisis Communication z Various Types of Crises
z Corporate Reputation management
z Phases of crisis management, crisis planning and
z Corporate Identity reputation management
z Events, Sponsorships, Trade Shows z Case Studies
z Corporate Advertising
Practicals (50 Marks)
z CC/PR in Brand Building
z Presentations on Perception Management
z Corporate Social Responsibility & Sustainable
Development z Case Studies of Indian Media organisations
z Financial Markets and Communication z Csr Presentations
z Investor Relations z Case Studies of Advertising and PR Agencies in India
z Trade Media and its relevance in CC z Crisis Communication Presentations
z Managing Internal Communication: Objectives z Media Tracking of Current Corporate Issues/Crises
and Need, Internal Publics, Principles, Employee

Suggested Readings:

‰ Danny, M., & Desanto, B., (2011). Public Relations: A Managerial Perspective, SAGE.
‰ Gregory, A., (2008). Public Relations in Practice, (2nd edition), Kogan Page India Pvt. Ltd.
‰ Jethwaney, J., & Sarkar, N. N., (2015). Public Relations Management, Sterling Publishers.
‰ Jugenheimer, D. W., Bradley, S. D., Kelley, L. D., & Hudson, J. C., (2014). Advertising and Public Relations, (2nd edi-
tion), Routledge.
‰ L’etang, J., (2008). Public Relations, Concepts, Practice and Critique, SAGE.
‰ Parsons, Patricia, J., (2005). Ethics in Public Relations: A Guide to Best Practice, Kogan Page.
‰ PRSA. APR Study Guide, PRSA New York.
‰ Puthenthara, M., (2012). Perspectives of Public Relations, DC Books.
‰ Smith, D. R., (2012). Becoming A Public Relations Writer, (4th edition), Routledge.
‰ Theaker, A., & Yaxley, H., (2013). The Public Relations Strategic Toolkit, Routledge.
‰ Theaker, A., (2012). The Public Relations Handbook, (4th edition), Routledge.
‰ पंतएन.सी. (2004). जनसंपर्क , विज्ञापन एवं प्रसार माध्यम, तक्षशिलिा प्रकाशन, नई दिल्ली

18
‰ जेठवानीजयश्री, रविशंकर, नरे न्द्रनाथ सरकार., (2000). विज्ञापन
और जनसंपर्क सागर प्रकाशन, नई दिल्ली

JOURNALS

‰ PR Quarterly,
‰ Journal of Public Relations,
‰ Public Relations review
‰ PR Strategist
‰ The Communicator

MAGAZINES/NEWSPAPERS

‰ Business India
‰ Business World
‰ Business Today
‰ Business Standard, The Economic Times, The Financial
Express, The Business Standard
‰ PITCH
‰ USP Age

19
 PAPER VII Government and Public Service Communication

Marks: Theory 50, Practical 50

Course Objectives: z Doordarshan

z To make the students understand the role, scope and z Electronic Media Monitoring Centre
relevance of the Government Information system in the
process of nation building. z Community Radio Stations

z To make the students understand various tools of the z Broadcasting Acts and Rules
Government information dissemination system and their z Broadcasting codes, Guidelines and Policy
role and functioning.
C) Films Wing
Unit I : Government Communication System From the
Colonial Era till the Present z Directorate of Film Festivals

No of Sessions: 5 (10 Marks) z Central Board of Film Certification

z History, Evolution and the Necessity of the Government z Films Division

Communication System z Films Codes, Guidelines and Policy
z Basic Principles of Government Communication System Unit III : Media Relations
z Overview, Functioning, Scope and Significance No. of Sessions : 2 (05 Marks)
z Growth and Development of Government’s Information Role and Scope
Machinery Both at the Centre and the State Level
z Building Relations with Private Media and Other
z Key Points of the Indian Constitution Information Sources
z Fundamental Rights & Duties and Directive Principles z The Press Information Officers in the Ministry and
of State Policy: Overview, Debates, & Issues Government Departments.
z Article 19 (1)(a) of the Indian Constitution: Freedom z The RTI Act
of Speech & Expression - Overview, Debates, & Issues
Unit IV : Understanding Public Service Advertising
Unit II : Government Information System
No of Sessions: 5 (10 Marks)
No of Sessions: 5 (10 Marks)
z Emergence of PSA
A) Role and functions of Information Wing
z Concept, Nature, Role, Objectives, Function
z Press Information Bureau
z The Uses & Effects of PSA
z Bureau of Outreach Communication
z PSA’s as Change Agents
z Publication Division
z PSA vs Commercial Advertising
z Photo Division
z PSA vs Propaganda
z Registrar of Newspapers for India
Unit V : How PSA Works
z New Media Wing
No of Sessions: 10 (05 Marks)
z Press Council of India
z Situation Analysis
B) Broadcasting Wing
z Aims and Objectives
z Prasar Bharati
z Creating PSA Messages
z AIR

20
 z PSA and Media Partnership Unit VII
z Government Policies Related to Various Campaigns Social Media for Governance
z Campaign Planning : Process, Message Strategy, No. of sessions : 2 (05 Marks)
Selection Of Media, Budget, Measurement of Results,
z MyGov: Citizen Engagement Programme
Case Studies
Unit VI: Crisis Communication z Social Media Framework

Role of Government z E - Governance initiatives

No of Sessions: 3 (05 Marks) Practicals (50 Marks)

z Prevention and Preparation z Writing Press Releases

z Role of Government Agencies in Handling of Crisis z Organising Press Conferences

z Preparing the Communication Plan z Press Briefings

z Communicating with the Stakeholders z Media Relations

z Handling of Media z Deconstructing Famous PSA Campaigns

z Lessons Learnt z Presentations on Various Issues and Subjects and

Creation of PSA campaigns.

Suggested Links

‰ AIR - http://allindiaradio.gov.in/Default.aspx
‰ Directorate of Advertising & Visual Publicity- http://www.davp.nic.in/
‰ Directorate of Filed Publicity - http://dfp.nic.in/
‰ Doordarshan – http://www.ddindia.gov.in/Pages/Home.aspx
‰ Electronic Media Monitoring Centre- http://emmc.gov.in/Default.aspx
‰ Kurukshetra Magazine
‰ New Media Wing - http://mib.nic.in/information/new-media-wing
‰ Prasar Bharati - http://prasarbharati.gov.in/default.aspx
‰ Press Council of India - http://presscouncil.nic.in/
‰ Press Information Bureau - http://pib.nic.in/newsite/mainpage.aspx
‰ Registrar of Newspapers for India - http://rni.nic.in/
‰ Song and Drama Division - http://www.mass-communication.in/song-drama-division/
‰ Yojna Magazine - http://yojana.gov.in/

21
 PAPER VIII New Media: Concepts and Applications
Marks: Theory 25, Practical 75

Course Objectives: z Digital Media Landscape

z To study the growth, impact and implications of the New z Search Marketing
media in the context of Advertising, Public Relations/
corporate communication. z Advertising on the web

z To give hands-on-training to the students on digital tools. z Social Media Marketing

Unit I : New Media - Introduction z Mobile Marketing

No of Sessions: 5 (10 Marks) z Digital Advertising Agencies – Structure and Functions

z New Media- Evolution, Definitions, Concept and Scope z How mainstream advertising agencies are going digital
and integration today emerging trends
z The New Media Landscape
z Digital media integration across advertising, market
z The Characteristics of New Media and Significance research, activation etc. Advent of Hybrid Advertising
(Online merging with offline)
z Digital Security: Identity, Malware and Phishing
z Various case studies : Successful and Disasters
z Old Media vs. New Media
z Brand presence on social media
z Political Economy of New Media
z Open Resources
z The Power of New Media
Unit IV Social Media Data management and Measurement
z The Changing Mass Media Audience and the Emergence
of Social Media (Blogs, Facebook, Twitter YouTube etc) No of Sessions: 5 (10 Marks)
and its Impact on Society.
z Social Media for Consumer Insight
z Social blogging
z The Role of Social Media in Research
Unit II : Digital Public Relations and Corporate
Communication z Social Data Management

No of Sessions: 10 (10 Marks) z Primary Social Media Research

z PR in the age of Digital media: Scope Challenges and z Understanding Social Media and How It Has Changed
Opportunities The Way Media Is Produced, Processed, Delivered and
Consumed
z Digital PR in Marketing and Brand Promotions
Unit V Creating Content for New Media
z Media Relations in Digital Age
No of Sessions: 20 (60 Marks)
z Employees Communication in Digital Age
z Infographics
z Corporate Reputation management
z Digital Stories
z Online Reputation Management & Monitoring
z Explainer Videos
z Financial Communication in Digital Age
z Interactives
z Issue management and Crisis Communication
z Video blogging and podcasting
z Corporate Communication Channel
Workshops: Mobile Communication, Website Development,
Unit III : Digital Marketing & Advertising Google adwords, Google Analytics, Adsense and blogging,
Infographics ( Google Fusion table, Datawrapper, Carto,
No of Sessions: 10 (10 Marks)
Tablaeu, storymap, timelines, wordcloud etc), Handling
z Defining digital advertising: Evolution and current status misinformation and Reputation management

22
Suggested Readings

‰ Bones, C., (2015). Leading Digital Strategy: Driving Business Growth Through Effective E-Commerce, Kogan Page.

‰ Chawla, A., (2021). New Media and Online Journalism: Handbook for Media Studies, Pearson.

‰ Dewdney, A. & Ride, P., (2006). The New Media Handbook, Routledge.

‰ Felix, L., & Stolarx, D., (2006). Video blogging & Podcasting, Focal Press.

‰ Hall, J., (2001). Online Journalism, A Critical Primer, Pluto Press.

‰ Hall, J., (2001). Online Journalism, A Critical Primer, Pluto Press.

‰ Marshall,P. D., (2004). New Media Cultures, Oxford University Press.

‰ Mirabito, M ., & Morgenstern, B. L., (2004). New Communication Technologies, Focal Press.

‰ Mirabito, M., & Morgenstern, B. L., (2004). New Communication Technologies, Focal Press.

‰ Narayan, S., (2016). India Connected: Mapping the Impact of New Media, SAGE.

‰ Narayan, S., (2019). India Connected: New Media ke Prabhaavo ki Sameeksha, SAGE.

‰ Saxena, A., (2019). Fake News, Paid News and Media Trail, Kanishka Publishers

‰ Schmidt , E., & Cohen, J., (2013). The New Digital Age, John Murray.

‰ Shrivastava, K. M., (2013). Social Media in Business and Governance, Sterling Publishing.

‰ Thornburg, R. M., (2011). Producing Online News: Stronger Stories, CQ Press.

‰ Ward, M., (2002). Journalism Online, Focal Press.

‰ The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 https://www.meity.
gov.in/writereaddata/files/Intermediary_Guidelines_and_Digital_Media_Ethics_Code_Rules-2021.pdf

‰ मिश्र, स्मिता., (2020). डिजिटल क्रांति और हिंदी, अनंग प्रकाशन.

‰ राठी, नीलम. (2014). इंचरनेट युग में मुद्रित माध्यमों की स्थिति और चुनौतियां,ॅ तरूण प्रकाशन.

‰ झा, प्रवीण कुमार., (2018). सोशल मीडियाः एक अभिव्यक्ति, तरूण प्रकाशन.

‰ त्रिपाठी, सर्वेश., (2017). सूचना प्रौधोगिकी प्रबंधन, शिवांक प्रकाशन.

‰ त्रिपाठी, सर्वेश., (2017). सच

ू ना प्रौधोगिकी की वैश्विक परिदृश्य, हिन्दी बक
ु सेंटर.

‰ कुमार, कौस्तुभ., (2020). मोबाइल पत्रकारिता, कीको प्रकाशन.

‰ श्रीवास्तव, मुकुल., (2018). डिजिटल मीडिया का सामाजिक पक्ष, यश प्रकाशन.

‰ अनुराधा, आर., )2012(. न्यू मीडिया-इंटरनेट की भाषायी चुनौतियां और संभावनाएं, राधाकृ ष्ण प्रकाशन.

23
PAPER IX Production Techniques & Methods

Marks: Theory 25, Practical 75

Course Objectives: z Basics of Photography

z To acquaint the students with various technological tools z Camera Techniques: Lighting Techniques
and software applications z Creating a Focal Point
z To provide working knowledge of visual art, especially z Use of Different Lenses
graphics to help them understand their role in both
z Photo Feature
advertising and corporate communication
z Photography For Advertising
Unit I: Art and Design
z Digital Photography
No of Sessions: 8 (05 Marks)
Unit IV: Electronic Medium
z Concept and Role of Graphics in Communication/
Advertising No of Sessions: 10 (05 Marks)
z Familiarization with AV Equipment and Their Operation
z Components of Graphics and its Functions – Typography
and Visuals z Techniques of Video and Radio Production

z Layout and Various Stages of Layout z Shooting, Editing, Animation

z Pre-Production and Post-Production Work
z Design Appreciation Based on Design Principle
z Making of Radio/TV Programmes and Commercials
z Colour Theory and its Logical Use in Design
Unit V : Digital Technology and Graphics
z Design Applications –Advertising, Direct Printed Pieces,
Poster, Magazine And Digital Outdoor, Packaging No of Sessions: 10
Designs, Corporate Identity/ House Colours z Use of Computer in Designing and Preparation of
Artworks.
Unit II: Print Production
z Select Software Exposure (In Design, Adobe, Illustrator,
No of Sessions: 10 (05 Marks) Corel Draw, Photoshop, MS Office)
z Printing Process – Major, On-Demand and Specialized Unit VI : Elements of Web/Mobile
z Copy For Printing –Verbal, Visual and Colour No of Sessions: 10
z Artwork And Digital Pre-Press Technology z Introduction to Web Fonts, Design Platforms, Image
Formats, Browsers and their Compatibility Issues
z Colour Printing and Process
z Introduction to CMS
z Spot Printing and Process z Introduction to Online Maps
z Printing Paper –Varieties, Appropriateness and z Introduction to Digital Tools for Infographics, storymaps,
Calculation For Printing a Job Timelines, Data analytics, Digital stories
z Graphic Design Business Practicals (75 Marks)
z Pre-Production and Post-Production Work z Photography Practical
z Making of Radio/TV Programmes and Commercials z Digital Production

Unit III : Photography z News Production

No of Sessions: 10 (05 Marks) z Printing Process

24
Suggested Readings

‰ Albert, B., & Dennes, S., (1997). Fundamentals of Copy & Layout, USA National Text Book Company.
‰ Amyes, T., (1999). Audio Post Production, Focal Press.
‰ Berstein, S., (1994). Film Production, Focal Press.
‰ Boyce, J., (1998). Adobe Photo Shop 5.0: Classroom in Book, Techmedia.
‰ Dawkins, S., & Wyand, I., (2010). Video Production – Putting Theory Into Practice, Red Globe Press.
‰ Gerlach, B., & John (2013). Digital Wildlife Photography, Focal Press.
‰ Haine, C. (2020). Business and Entrepreneurship for Filmmakers, Routledge.
‰ Heller, S., (2002). Genius Moves- 100 Icons Of Graphic Designs, North Light Books.
‰ Hirsch R., (2008). Light And Lens: Photography In The Digital Age, Oxford, Focal Press, Elsevier.
‰ Ingledew, J., (2005). The Creative Photographer, A Complete Guide to Photography (Abrams Studio), Harry N. Abrams.
‰ Klepner, L. M., (2000). The Handbook of Digital Publishing, Pentice Hall.
‰ Landa, R., (2000). Advertising By Design, John Wiley & Sons.
‰ Langford, M., (2010). Langford’s Basic Photography: The Guide for Serious Photographers, (9th edition), Focal Press.
‰ Lanier, L., (2013). Digital Compositing With Nuke, Focal Press.
‰ Lee,W., & Peter, (2010). The Documentary Handbook, Routledge.
‰ Lester, P. M., (2000). Visual Communication, Images with Messages, Wadsworth Thomson Learning.
‰ Nichols, & Bill, (2001). Introduction to Documentary, Indiana University Press.
‰ Rabiger, M., (1992). Directing the Documentary, (2nd edition), Focal Press.
‰ Sarkar, N. N., (2013). Art and Print Production, Oxford University Press.
‰ Schlemmer, R., (1990). Handbook of Advertising Art and Production, Prentice Hall.
‰ Sherr, L. H., & David, K. J., (1998). Design For Response, Rockport Publishers.
‰ Wagner, J., (1979). Images of Information, SAGE.
‰ रे मंड विलियम्स, (2010). टे लीविजनः प्रौद्योगिकी और सांस्कृतिक रूप, ग्रंथशिल्पी.

25
 PAPER X Advertising, Marketing and PR Research
Marks: Theory 25, Practical 75

Course Objective: z The Role of Research in Brand Management

z Research being an important decision making tool, Unit III: Use of Research in Formulating Strategy
the course would take the students through principles
and various methodologies of research in Marketing, No of Sessions: 8 (05 Marks)
Advertising, PR & Corporate Communications. z Introduction to Some Statistical Concepts Used in MR
Part A – Semester I (Theory) z Universe, Representative Sample, Projection,
Unit I : Marketing Research: Introduction & Overview Significance, Test of Significance, Variance, Co
Variance
No of Sessions: 8 (05 Marks)
z Preparation of Research Design, Sequential Stages of a
z Nature and Scope of Marketing Research, Types of Marketing Project.
Research/Data Sources, (Primary, Secondary and
Tertiary) Qualitative & Quantitative Methodologies z Sampling Techniques

z Introduction to Web Analytics z Data Collection Methods & Tools

z Overview of MR Industry Unit IV: PR Research and Evaluation

z Introduction to Some Top Marketing & Advertising No of Sessions: 8 (05 Marks)

Research Firms Research methodology and techniques.
Unit II : Advertising Research: Role, Scope and Use z Various Areas Of Research In PR (Opinion Surveys,
No of Sessions: 8 (10 Marks) Benchmark Research Communication Audits Etc.)

z The Nature of Advertising Research, Contribution Of z Attitude Research/ Usage Research

Research to Communication Planning and Other Agency z Software Learning
Functions.
z SPSS Software Learning
z The Process of Advertising Research, Various Kinds of
Advertising Research, Positioning Research, Audience z Introduction to Social Media Analytics
Research /Target Market Research/Audience Tracking
z Google Analytics
z Ad Effectiveness Studies: Recall, Awareness,
Comprehension, Likeability and Empathy z Case Studies

z Ad-Tests (Print/Audio-Visual): Concept Testing/Story Part B Semester II

Board Tests/Copy Testing/TVC Testing Unit V : Research Project Study
z Media Efficacy Studies: Reach, Visibility, Notice No of Sessions: 20 (75 Marks)
Ability, Positioning/Branding Research
z It is an individual exercise. Each student will be working
z Audience Research/Audience Tracking/Ad-Spend on a Research Project Study based on the topics related
Tracking And Modelling to subject mentioned in the Syllabus. The submission of
z Advertising Content Analysis the Research Project Study will be in the second semester
followed by evaluation and viva by external experts.

Suggested Readings

‰ Allen, M., Titsworth, & S., Hunt, Stephen K. (2008). Quantitative Research in Communication, SAGE.
‰ Altheide, L.D. (2013). Qualitative Media Analysis, SAGE
‰ Bagazzi Richard: 1994). Advanced Methods Of Marketing Research, Blackwell.
‰ Berger, A. A. (2000). Media and Communication Research Methods: An Introduction to Qualitative and Qualitative
Approaches, Sage Publications and Thousand Oaks.
26
‰ Berger, A. A., (2019). Media Analysis Techniques, SAGE.
‰ Blankership, A., & Edward, B. G., (1993). State of The Art Marketing Research, American Marketing Association.
‰ Burstlin & et. Al., (1985), Collecting Evaluation Data: Problems and Solutions, SAGE.
‰ Cooper, R. D., & Shind, L., Pamela, S., (2004). Business Research Methods, Tata & Mcgraw Hill.
‰ David, J. L., & Rubin, R. S., (2001). Marketing Research, Pentice Hall of India.
‰ Fletcher, A., et. al. (1991). Fundamentals of Advertising Research, Wadsworth.
‰ Hamilton, J., (2020). Advertising and Media Research, ED-Tech Press UK.
‰ James, F., (1991). Survey Research by Telephone, SAGE.
‰ Jensen, K. B., (2002). A Handbook of Media and Communication Research: Qualitative and Quantitative Methodologies,
Routledge.
‰ Jugenheimer, & Donald, W., (2010). Advertising and Public Relations Research, Phi Learning.
‰ Kothari, C. R. (2014). Research Methodology: Methods and Techniques, KB Center
‰ Maanen, J.V., (1985). Qualitative Methodology, SAGE.
‰ Miller, D. C., (1991). Handbook of Research Design and Social Measurement, SAGE.
‰ Mollett, A., (2017). Communicating Your Research With Social Media, SAGE.
‰ Monippally, M., & Pawar, A. S., (2010). Academic Writing- A Guide for Management Students and Researchers, New
Response Books.
‰ Morrison, A., & Margaret, et.al. (2012). Using Qualitative Research in Advertising, Strategies, Techniques and Applications,
(2nd edition), SAGE.
‰ लियरी, ज़िना, ओ. (2017). रिसर्च प्रोजेक्ट करने के लिए आवश्यक मार्गदर्शन, SAGE.
‰ सिल्वरमैन,डेविड., (2018). गुणात्मक अनुसंधान, SAGE.
‰ कुमार, रं जीत., (2017). शोध कार्यप्रणाली, SAGE.
‰ डेनिकोलो, पैम., (2017). शोध प्रस्ताव कैसे करें तैयार, SAGE.
‰ ब्रौन, वर्जीनिया., (2018). सफल गुणात्मक अनुसंधान, SAGE.

WEB SITES:
‰ www.afaqs.com
‰ www.exchange4media.com
‰ www.pitchonnet.com
‰ www.newmediastudies.com
‰ www.medianewsline.com
‰ www.indiantelevision.com
‰ www.televisionpoint.com
‰ www.ourmedia.org
‰ www.brandchannel.com
‰ www.campaignindia.in
‰ www.brandrepublic.com
‰ www.adsoftheworld.com
‰ www.mediasoon.com
‰ www.ofcomwatch.co.uk
‰ www.asci.co.inMark

27
 DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS

Director General, IIMC

Prof. Sanjay Dwivedi

Addi. Director General, IIMC

Shri. K. Satish Nambudiripad

Course Director
Prof. (Dr.) Anubhuti Yadav

Academic cum Teaching Asssociate

Dr. Nisa Askari

Office Assistant
Ms. Shivangi Garg

Department Official Email-id : [email protected]

Department Phone Nos : 011-2674 1355, 2674 1360.

Ext No: 227, 264, 209

IIMC Board Nos : 011- 2674 2920, 2674 2987, 2674 2940, 2674 2239

Fax : 011- 2674 2462, 2674 1532, 2674 1268

IIMC website : http://www.iimc.nic.in

https://www.youtube.com/channel/UCmA45KCykBbOLpOG4p71_AA
https://www.facebook.com/IIMC1965
https://twitter.com/IIMC_India

28
Indian Institute of Mass Communication
Aruna Asaf Ali Marg, JNU New Campus, New Delhi-110067